{"id":3643,"date":"2025-05-06T11:20:21","date_gmt":"2025-05-06T14:20:21","guid":{"rendered":"https:\/\/portalmaisagro.com\/?p=3643"},"modified":"2025-05-06T11:21:10","modified_gmt":"2025-05-06T14:21:10","slug":"agricultura-familiar-marketing-etico-livro-especial-e-unico-lancado-em-2024","status":"publish","type":"post","link":"https:\/\/portalmaisagro.com\/?p=3643","title":{"rendered":"Agricultura familiar, marketing \u00e9tico, livro especial e \u00fanico lan\u00e7ado em 2024"},"content":{"rendered":"

A convite da editora da Escola Superior de Agricultura Luis de Queir\u00f3s (Fealq) e ao lado de professores e especialistas que re\u00fanem saberes conectando a agricultura familiar aos desafios da administra\u00e7\u00e3o de marketing, tive a imensa satisfa\u00e7\u00e3o de escrever e coordenar esta obra , cujos direitos autorais foram todos cedidos para a associa\u00e7\u00e3o que apoia alunos sem condi\u00e7\u00f5es financeiras de estudar.<\/span><\/p>\n

Compreender marketing \u00e9 muito mais do que criar aleatoriamente pe\u00e7as de comunica\u00e7\u00e3o ou dizer \u201ceu existo\u201d, o como e o porqu\u00ea \u201ceu existo\u201d ser\u00e1 mais ou menos percebido, at\u00e9 amado ou n\u00e3o tolerado, dependendo da forma e do jeito de dizer, e da reputa\u00e7\u00e3o e imagem de \u201cquem diz\u201d?<\/span><\/p>\n

Este Anu\u00e1rio Brasileiro da Agricultura Familiar, da Editora Bota Amarela, com seu diretor executivo, H\u00e9lio Rubem Corr\u00eaa da Silva, foi uma fonte fundamental para penetrarmos mais profundamente nas grandes estrat\u00e9gias de marketing de toda essa sociedade agrofamiliar, plena de cidadania e de um agroconsciente.<\/span><\/p>\n

Por isso o adjetivo \u00e9tico ao marketing. Significando a identifica\u00e7\u00e3o de necessidades, desejos, sonhos humanos ainda muitas vezes nem percebidos, mas que ao serem materializados criam sa\u00fade, felicidade e dignidade humana para todos os envolvidos, desde pesquisadores, produtores, agroind\u00fastrias, varejo, servi\u00e7os alimentares at\u00e9 o consumidor final.<\/span><\/p>\n

E por que reunir o conhecimento da administra\u00e7\u00e3o de marketing \u00e0 agricultura familiar? Pois esta se tornou o \u201csonho de consumo dos consumidores do planeta\u201d.<\/span><\/p>\n

Pesquisas que realizamos nas capitais urbanas, junto aos cidad\u00e3os revelaram ser o nome \u201cagricultura familiar\u201d o mais querido, que traz conex\u00e3o com meio ambiente protegido, seguran\u00e7a de origem e sin\u00f4nimo de sa\u00fade.<\/span><\/p>\n

O mundo mudou e mudar\u00e1 em alta velocidade para os pr\u00f3ximos 10 anos. A origina\u00e7\u00e3o de onde vem os produtos e quem os produziu na origem contar\u00e1 cada vez mais na prefer\u00eancia dos clientes finais.<\/span><\/p>\n

Neste livro inclu\u00edmos o texto: \u201cTerra, uma cooperativa humana\u201d, onde aproveitamos para enfatizar que o melhor marketing da agricultura familiar, de pequenos produtores dar-se-\u00e1 atrav\u00e9s do cooperativismo. Tamb\u00e9m mostramos no livro os passos para um planejamento de marketing integral.<\/span><\/p>\n

O que realizamos em grandes corpora\u00e7\u00f5es pode ser adaptado as associa\u00e7\u00f5es da produ\u00e7\u00e3o familiar, as suas cooperativas, e mesmo no caso de um pequeno produtor numa \u00e1rea de especialidades gastron\u00f4micas. Indica\u00e7\u00e3o geogr\u00e1fica e denomina\u00e7\u00e3o de origem s\u00e3o sistemas formid\u00e1veis onde o Sebrae tem se destacado e apoiado.<\/span><\/p>\n

Portanto, a agricultura familiar est\u00e1 hoje presente nas estrat\u00e9gias de todo o sistema agroalimentar, energ\u00e9tico e ambiental.<\/span><\/p>\n

\"\"
Jos\u00e9 Luiz Tejon, da TCA International. Foto: Divulga\u00e7\u00e3o<\/figcaption><\/figure>\n

Jos\u00e9 Luiz Tejon<\/b> \u00e9 doutor em Educa\u00e7\u00e3o pela Universidad de La Empresa\/Uruguai, mestre em Educa\u00e7\u00e3o, Arte e Hist\u00f3ria da Cultura pela Universidade Mackenzie, jornalista e publicit\u00e1rio, com especializa\u00e7\u00f5es em Harvard, MIT e PACE\/USA e Insead na Fran\u00e7a. Colunista da R\u00e1dio Eldorado e Estad\u00e3o On-line, autor e coautor de 35 livros. Coordenador acad\u00eamico de Master Science Food & Agribusiness Management pela Audencia em Nantes\/Fran\u00e7a e FECAP\/Brasil. S\u00f3cio diretor da Biomarketing e da TCA International. Profissional Head Agro Anefac. Pr\u00eamio Personalidade Agro ABAG 2023. Ex-diretor do Grupo Estad\u00e3o, da Agroceres e da Jacto S\/A.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

A convite da editora da Escola Superior de Agricultura Luis de Queir\u00f3s (Fealq) e ao lado de professores e especialistas que re\u00fanem saberes conectando a agricultura familiar aos desafios da administra\u00e7\u00e3o de marketing, tive a imensa satisfa\u00e7\u00e3o de escrever e coordenar esta obra , cujos direitos autorais foram todos cedidos…<\/p>\n","protected":false},"author":10,"featured_media":3644,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[16,11],"tags":[],"class_list":["post-3643","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agricultura-familiar","category-artigos"],"yoast_head":"\nAgricultura familiar, marketing \u00e9tico, livro especial e \u00fanico lan\u00e7ado em 2024 - MaisAgro<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/portalmaisagro.com\/?p=3643\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Agricultura familiar, marketing \u00e9tico, livro especial e \u00fanico lan\u00e7ado em 2024 - MaisAgro\" \/>\n<meta property=\"og:description\" content=\"A convite da editora da Escola Superior de Agricultura Luis de Queir\u00f3s (Fealq) e ao lado de professores e especialistas que re\u00fanem saberes conectando a agricultura familiar aos desafios da administra\u00e7\u00e3o de marketing, tive a imensa satisfa\u00e7\u00e3o de escrever e coordenar esta obra , cujos direitos autorais foram todos cedidos…\" \/>\n<meta property=\"og:url\" content=\"https:\/\/portalmaisagro.com\/?p=3643\" \/>\n<meta property=\"og:site_name\" content=\"MaisAgro\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/maisagroportal\" \/>\n<meta property=\"article:published_time\" content=\"2025-05-06T14:20:21+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-05-06T14:21:10+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/portalmaisagro.com\/wp-content\/uploads\/2025\/05\/Capa-do-Livro.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1103\" \/>\n\t<meta property=\"og:image:height\" content=\"1600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Taiane do Carmo\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Taiane do Carmo\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. tempo de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/portalmaisagro.com\/?p=3643#article\",\"isPartOf\":{\"@id\":\"https:\/\/portalmaisagro.com\/?p=3643\"},\"author\":{\"name\":\"Taiane do Carmo\",\"@id\":\"https:\/\/portalmaisagro.com\/#\/schema\/person\/ade0f16b5a3434e1ec47b1fbdb9b9318\"},\"headline\":\"Agricultura familiar, marketing \u00e9tico, livro especial e \u00fanico lan\u00e7ado em 2024\",\"datePublished\":\"2025-05-06T14:20:21+00:00\",\"dateModified\":\"2025-05-06T14:21:10+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/portalmaisagro.com\/?p=3643\"},\"wordCount\":566,\"publisher\":{\"@id\":\"https:\/\/portalmaisagro.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/portalmaisagro.com\/?p=3643#primaryimage\"},\"thumbnailUrl\":\"https:\/\/portalmaisagro.com\/wp-content\/uploads\/2025\/05\/Capa-do-Livro.jpg\",\"articleSection\":[\"AGRICULTURA FAMILIAR\",\"ARTIGOS\"],\"inLanguage\":\"pt-BR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/portalmaisagro.com\/?p=3643\",\"url\":\"https:\/\/portalmaisagro.com\/?p=3643\",\"name\":\"Agricultura familiar, marketing \u00e9tico, livro especial e \u00fanico lan\u00e7ado em 2024 - MaisAgro\",\"isPartOf\":{\"@id\":\"https:\/\/portalmaisagro.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/portalmaisagro.com\/?p=3643#primaryimage\"},\"image\":{\"@id\":\"https:\/\/portalmaisagro.com\/?p=3643#primaryimage\"},\"thumbnailUrl\":\"https:\/\/portalmaisagro.com\/wp-content\/uploads\/2025\/05\/Capa-do-Livro.jpg\",\"datePublished\":\"2025-05-06T14:20:21+00:00\",\"dateModified\":\"2025-05-06T14:21:10+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/portalmaisagro.com\/?p=3643#breadcrumb\"},\"inLanguage\":\"pt-BR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/portalmaisagro.com\/?p=3643\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"pt-BR\",\"@id\":\"https:\/\/portalmaisagro.com\/?p=3643#primaryimage\",\"url\":\"https:\/\/portalmaisagro.com\/wp-content\/uploads\/2025\/05\/Capa-do-Livro.jpg\",\"contentUrl\":\"https:\/\/portalmaisagro.com\/wp-content\/uploads\/2025\/05\/Capa-do-Livro.jpg\",\"width\":1103,\"height\":1600},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/portalmaisagro.com\/?p=3643#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"In\u00edcio\",\"item\":\"https:\/\/portalmaisagro.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Agricultura familiar, marketing \u00e9tico, livro especial e \u00fanico lan\u00e7ado em 2024\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/portalmaisagro.com\/#website\",\"url\":\"https:\/\/portalmaisagro.com\/\",\"name\":\"MaisAgro\",\"description\":\"O portal do agroneg\u00f3cio\",\"publisher\":{\"@id\":\"https:\/\/portalmaisagro.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/portalmaisagro.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"pt-BR\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/portalmaisagro.com\/#organization\",\"name\":\"MaisAgro\",\"url\":\"https:\/\/portalmaisagro.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"pt-BR\",\"@id\":\"https:\/\/portalmaisagro.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/portalmaisagro.com\/wp-content\/uploads\/2024\/11\/logo_oficial-e1749247575377.png\",\"contentUrl\":\"https:\/\/portalmaisagro.com\/wp-content\/uploads\/2024\/11\/logo_oficial-e1749247575377.png\",\"width\":513,\"height\":107,\"caption\":\"MaisAgro\"},\"image\":{\"@id\":\"https:\/\/portalmaisagro.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/maisagroportal\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/portalmaisagro.com\/#\/schema\/person\/ade0f16b5a3434e1ec47b1fbdb9b9318\",\"name\":\"Taiane do Carmo\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"pt-BR\",\"@id\":\"https:\/\/portalmaisagro.com\/#\/schema\/person\/image\/640e5d69297d7dd56cc39a10251ad7db\",\"url\":\"https:\/\/portalmaisagro.com\/wp-content\/uploads\/2026\/04\/images.jpeg\",\"contentUrl\":\"https:\/\/portalmaisagro.com\/wp-content\/uploads\/2026\/04\/images.jpeg\",\"caption\":\"Taiane do Carmo\"},\"url\":\"https:\/\/portalmaisagro.com\/?author=10\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Agricultura familiar, marketing \u00e9tico, livro especial e \u00fanico lan\u00e7ado em 2024 - MaisAgro","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/portalmaisagro.com\/?p=3643","og_locale":"pt_BR","og_type":"article","og_title":"Agricultura familiar, marketing \u00e9tico, livro especial e \u00fanico lan\u00e7ado em 2024 - MaisAgro","og_description":"A convite da editora da Escola Superior de Agricultura Luis de Queir\u00f3s (Fealq) e ao lado de professores e especialistas que re\u00fanem saberes conectando a agricultura familiar aos desafios da administra\u00e7\u00e3o de marketing, tive a imensa satisfa\u00e7\u00e3o de escrever e coordenar esta obra , cujos direitos autorais foram todos cedidos…","og_url":"https:\/\/portalmaisagro.com\/?p=3643","og_site_name":"MaisAgro","article_publisher":"https:\/\/www.facebook.com\/maisagroportal","article_published_time":"2025-05-06T14:20:21+00:00","article_modified_time":"2025-05-06T14:21:10+00:00","og_image":[{"width":1103,"height":1600,"url":"https:\/\/portalmaisagro.com\/wp-content\/uploads\/2025\/05\/Capa-do-Livro.jpg","type":"image\/jpeg"}],"author":"Taiane do Carmo","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"Taiane do Carmo","Est. tempo de leitura":"3 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/portalmaisagro.com\/?p=3643#article","isPartOf":{"@id":"https:\/\/portalmaisagro.com\/?p=3643"},"author":{"name":"Taiane do Carmo","@id":"https:\/\/portalmaisagro.com\/#\/schema\/person\/ade0f16b5a3434e1ec47b1fbdb9b9318"},"headline":"Agricultura familiar, marketing \u00e9tico, livro especial e \u00fanico lan\u00e7ado em 2024","datePublished":"2025-05-06T14:20:21+00:00","dateModified":"2025-05-06T14:21:10+00:00","mainEntityOfPage":{"@id":"https:\/\/portalmaisagro.com\/?p=3643"},"wordCount":566,"publisher":{"@id":"https:\/\/portalmaisagro.com\/#organization"},"image":{"@id":"https:\/\/portalmaisagro.com\/?p=3643#primaryimage"},"thumbnailUrl":"https:\/\/portalmaisagro.com\/wp-content\/uploads\/2025\/05\/Capa-do-Livro.jpg","articleSection":["AGRICULTURA FAMILIAR","ARTIGOS"],"inLanguage":"pt-BR"},{"@type":"WebPage","@id":"https:\/\/portalmaisagro.com\/?p=3643","url":"https:\/\/portalmaisagro.com\/?p=3643","name":"Agricultura familiar, marketing \u00e9tico, livro especial e \u00fanico lan\u00e7ado em 2024 - MaisAgro","isPartOf":{"@id":"https:\/\/portalmaisagro.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/portalmaisagro.com\/?p=3643#primaryimage"},"image":{"@id":"https:\/\/portalmaisagro.com\/?p=3643#primaryimage"},"thumbnailUrl":"https:\/\/portalmaisagro.com\/wp-content\/uploads\/2025\/05\/Capa-do-Livro.jpg","datePublished":"2025-05-06T14:20:21+00:00","dateModified":"2025-05-06T14:21:10+00:00","breadcrumb":{"@id":"https:\/\/portalmaisagro.com\/?p=3643#breadcrumb"},"inLanguage":"pt-BR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/portalmaisagro.com\/?p=3643"]}]},{"@type":"ImageObject","inLanguage":"pt-BR","@id":"https:\/\/portalmaisagro.com\/?p=3643#primaryimage","url":"https:\/\/portalmaisagro.com\/wp-content\/uploads\/2025\/05\/Capa-do-Livro.jpg","contentUrl":"https:\/\/portalmaisagro.com\/wp-content\/uploads\/2025\/05\/Capa-do-Livro.jpg","width":1103,"height":1600},{"@type":"BreadcrumbList","@id":"https:\/\/portalmaisagro.com\/?p=3643#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"In\u00edcio","item":"https:\/\/portalmaisagro.com\/"},{"@type":"ListItem","position":2,"name":"Agricultura familiar, marketing \u00e9tico, livro especial e \u00fanico lan\u00e7ado em 2024"}]},{"@type":"WebSite","@id":"https:\/\/portalmaisagro.com\/#website","url":"https:\/\/portalmaisagro.com\/","name":"MaisAgro","description":"O portal do agroneg\u00f3cio","publisher":{"@id":"https:\/\/portalmaisagro.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/portalmaisagro.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"pt-BR"},{"@type":"Organization","@id":"https:\/\/portalmaisagro.com\/#organization","name":"MaisAgro","url":"https:\/\/portalmaisagro.com\/","logo":{"@type":"ImageObject","inLanguage":"pt-BR","@id":"https:\/\/portalmaisagro.com\/#\/schema\/logo\/image\/","url":"https:\/\/portalmaisagro.com\/wp-content\/uploads\/2024\/11\/logo_oficial-e1749247575377.png","contentUrl":"https:\/\/portalmaisagro.com\/wp-content\/uploads\/2024\/11\/logo_oficial-e1749247575377.png","width":513,"height":107,"caption":"MaisAgro"},"image":{"@id":"https:\/\/portalmaisagro.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/maisagroportal"]},{"@type":"Person","@id":"https:\/\/portalmaisagro.com\/#\/schema\/person\/ade0f16b5a3434e1ec47b1fbdb9b9318","name":"Taiane do Carmo","image":{"@type":"ImageObject","inLanguage":"pt-BR","@id":"https:\/\/portalmaisagro.com\/#\/schema\/person\/image\/640e5d69297d7dd56cc39a10251ad7db","url":"https:\/\/portalmaisagro.com\/wp-content\/uploads\/2026\/04\/images.jpeg","contentUrl":"https:\/\/portalmaisagro.com\/wp-content\/uploads\/2026\/04\/images.jpeg","caption":"Taiane do Carmo"},"url":"https:\/\/portalmaisagro.com\/?author=10"}]}},"jetpack_publicize_connections":[],"authors":[],"_links":{"self":[{"href":"https:\/\/portalmaisagro.com\/index.php?rest_route=\/wp\/v2\/posts\/3643","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/portalmaisagro.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/portalmaisagro.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/portalmaisagro.com\/index.php?rest_route=\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/portalmaisagro.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3643"}],"version-history":[{"count":2,"href":"https:\/\/portalmaisagro.com\/index.php?rest_route=\/wp\/v2\/posts\/3643\/revisions"}],"predecessor-version":[{"id":3647,"href":"https:\/\/portalmaisagro.com\/index.php?rest_route=\/wp\/v2\/posts\/3643\/revisions\/3647"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/portalmaisagro.com\/index.php?rest_route=\/wp\/v2\/media\/3644"}],"wp:attachment":[{"href":"https:\/\/portalmaisagro.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3643"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/portalmaisagro.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3643"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/portalmaisagro.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3643"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}